How to Make a Good SaaS Landing Page

A good landing page is crucial for any SaaS company. It's often the first point of contact between your potential customers and your service.

According to a recent Statista report, the SaaS industry is growing rapidly, and the global market is expected to reach $868 billion by 2029. Therefore, having a high-performing landing page is no longer optional; it’s a must.

So, how do you design a landing page that attracts visitors and converts them into loyal customers?

At Saylo, a customer feedback platform, we have compiled a guide to help you know the vital things to put on your landing page that convert.

Understanding the Purpose of a SaaS Landing Page

A SaaS landing page is specifically designed with a single goal—conversion.

Whether the aim is to get a visitor to sign up for a free trial, download a whitepaper, or request a demo, the entire page should be strategically aligned to achieve that objective.

Unlike a homepage, which may have multiple links, navigation menus, and information about various aspects of a business, a landing page is focused and purpose-driven.

This specificity is what makes a landing page so powerful. By narrowing down the content to what is most essential for the user’s decision-making process, you reduce friction and increase the likelihood of conversion.

But to achieve this, it’s essential to understand what makes a landing page effective.

Benefits of Having A Good SaaS Landing Page

Here are the key benefits of having a good landing page:

1. Higher Conversion Rates - Optimized landing pages increase conversion rate and the likelihood of turning visitors into leads or customers. It's one of the ways to generate consistent revenue for your business.

2. Improved User Experience - A clean design and intuitive layout make engaging visitors with your content easier.

3. Better Targeting - Specific landing pages can target different audience segments, addressing unique needs and increasing relevance.

4. Increased Trust - Trust signals like customer testimonials, reviews, and security badges can enhance credibility and reduce hesitation.

5. Optimized for Mobile—A responsive landing page design ensures a seamless experience for users on all devices.

6. Clear Value Proposition—This succinctly communicates the unique benefits of your SaaS product, making it easy for users to understand why they should choose you.

7. Focused Messaging - Unlike a homepage, a landing page focuses on one key goal: reducing distractions and guiding users toward a single call to action.

8**. Enhanced SEO** - Properly optimized landing pages can improve search engine rankings and drive more organic traffic to your site.

9. Data Collection and Insights - A landing page allows you to gather user data, such as contact information or behavior patterns, which can be used to improve marketing efforts.

10. A/B Testing Opportunities—You can experiment with different elements (e.g., headlines and CTAs) on your landing page to see what performs best and continually optimize for better results.

13 Important Things to Put in Your Landing Page

1. Clarity Above All: Keep It Simple and to the Point

Your landing page should communicate the value of your SaaS product quickly and clearly. Visitors should instantly understand your offering without digging through jargon or complicated descriptions.

Use a headline that summarizes your product in one sentence. For example, instead of saying, "Our cloud-based solutions optimize business workflows," say, "Boost Your Team’s Productivity with Our Simple Workflow Tool."

ConvertKit, an email marketing platform, uses the headline “Audience Building for Creators” on its landing page. It’s concise and to the point and speaks directly to its target audience: creators.

2. Showcase the Benefits, Not Just the Features

While it’s important to highlight your SaaS product’s features, don’t forget to emphasize the benefits.

Your potential customers want to know how your product will improve their lives or solve their problems. Focus on the outcomes your product delivers.

According to a survey by Unbounce, 72% of consumers say that the most important factor in a landing page is the clarity of the content.

So, while listing features like “AI-driven analytics” or “real-time collaboration,” remember to explain how these features benefit the user, like “Make smarter decisions faster with AI insights” or “Collaborate seamlessly with your team in real-time.”

3. Strong Call-to-Actions: Guide Users to the Next Step

Your call-to-action (CTA) is a critical part of your landing page. Make it direct and action-oriented. Avoid generic phrases like "Click Here" or "Learn More."

Instead, be specific and clear. Use phrases like "Start Your Free 30-Day Trial" or "Get Instant Access Now." Ensure that your CTA buttons stand out visually and are easy to locate.

Calendly’s landing page is a masterclass in CTA design. The button, “Sign Up—It’s Free,” is action-oriented and low-commitment, making it enticing for potential users. This simple phrasing reduces friction and makes visitors more likely to click.

4. Build Credibility with Social Proof

Use elements that build trust with your visitors. Social proof, such as testimonials, case studies, and logos of well-known companies using your service, can make a big difference.

When potential customers see that others have had a positive experience with your product, they’re more likely to try it themselves.

Calendly, a popular scheduling software, uses logos from reputable companies like LinkedIn, Zillow, and Lyft on its landing page.

This immediately builds trust by showing that large, respected brands use their service.

“Social proof is powerful. When users see that others trust your brand, they’re more likely to follow suit.” — Neil Patel, Owner of Ubersuggest.

5. Use Imagery to Enhance, Not Overwhelm

Visual elements like images, videos, and graphics can make your landing page more engaging and help explain your product.

However, don’t overwhelm the visitor with too many visuals. Use them strategically to support your message and make the key elements of your page visually appealing without distracting from the main goal—conversion.

Adobe research found that if a page's content or layout is unattractive, 38% of people will stop engaging with it. This highlights the importance of balancing visual appeal with functionality.

Miro, a collaborative whiteboard tool, has a clean design and uses a mix of minimal visuals and short, informative videos to show how its product works.

This approach helps visitors quickly grasp the product's benefits without feeling overwhelmed by too much information.

6. Mobile Optimization

With over half of all web traffic from mobile devices, ensuring your mobile-friendly landing page is now optional.

Your page must load quickly, navigate easily, and look great on smaller screens. A slow or poorly optimized mobile experience can cost you potential customers.

According to Google, 53% of mobile users will abandon a site if it takes longer than three seconds to load.

This means that even if your landing page content is excellent, a slow load time can hurt your chances of conversion.

Airtable, a project management tool, has a mobile-friendly landing page that mirrors its desktop version in simplicity and ease of use.

The layout adjusts perfectly to mobile screens, ensuring a smooth experience for visitors regardless of their device.

7. Speed and Performance: Don’t Make Them Wait

Fast-loading pages are essential. Research shows that a delay of just one second in page load time can reduce conversions by 7%.

Optimize your landing page’s speed by compressing images, minimizing JavaScript, and using a reliable hosting provider.

A fast, smooth user experience keeps potential customers engaged.

A study by Akamai found that 79% of customers who are dissatisfied with a website’s performance are less likely to buy from the same site again. Speed matters.

Intercom’s landing page loads quickly and is optimized for speed, ensuring that users can access information without delay. This attention to performance helps keep users engaged from the moment they land on the home page.

8. Offer Value: Give Them a Reason to Act

One of the best ways to encourage conversions is by offering something valuable. This could be a free trial, a downloadable guide, or a discount. Your offer should be clear and compelling, giving visitors a reason to act now rather than later.

Ahrefs, an SEO tool, offers a 7-day trial for just $7 on its landing page. This low-cost, low-risk offer entices potential customers to try the service and see its value for themselves.

9. Test, Measure, and Improve

A good landing page isn’t static. It’s something you should continuously test and improve. Use A/B testing to try different headlines, layouts, CTAs, and designs.

Measure what works and make adjustments as needed. Even small tweaks can significantly improve conversion rates.

Hotjar, a tool for understanding user behavior, constantly runs A/B tests on their various landing page examples and pages to find the most effective layouts and messaging.

10. Localize Your Landing Page for Global Audiences

If your SaaS product serves a global audience, consider creating localized versions of your landing page.

Language, cultural nuances, the same language used, and currency differences can all impact conversion rates. According to CSA Research, 76% of online shoppers prefer to buy products in their native language.

11. Ensure Your Page is GDPR Compliant

If you’re targeting customers in the EU, ensuring your landing page is GDPR-compliant is essential. This includes having a clear privacy policy, obtaining consent for cookies, and providing opt-in options for communication.

For Example, you must include a cookie consent banner at the bottom of your landing page and provide a link to your privacy policy.

Make sure any forms on your page have explicit opt-in checkboxes for receiving marketing communications.

12. Offer a Clear Pricing Structure

One common objection visitors have is about the pricing of SaaS products. If your pricing is transparent and easy to understand, it can help reduce anxiety and make the decision-making process smoother.

According to a study by the Content Marketing Institute, 83% of buyers say comparing prices is essential for their decision-making process.

Present your pricing tiers in a straightforward table that highlights the features included in each plan.

Make it easy for users to see which plan is best for their needs, and if possible, include a "Most Popular" tag on the plan you recommend.

13. Leverage a Lead Magnet

Offering a lead magnet is a smart strategy if you're using Inbound Marketing.
It helps you build rapport with visitors while capturing their contact details for follow-ups from your sales or support team.

A strong lead magnet can also scale lead generation beyond what a small sales team could manage alone. While lead magnets are a long-term approach, they’re excellent for capturing leads who aren’t ready to use your tool yet.

Plus, you can combine lead magnets with other tactics to maximize your results.

Conclusion

If you've made it this far, congrats! You now have insider knowledge that can make all the difference.

Take a fresh look at your product landing page and apply what you've learned to optimize it for success.

Following these steps’ll create a great landing page that converts visitors into loyal customers and drives consistent growth for your SaaS business.

Need honest feedback from real users? Saylo has you covered.

Discover what your audience loves—and what needs tweaking—so you can keep improving.

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